Italian Antitrust launches guidelines to curb fake online reviews

On 30 June 2026, Italy’s Antitrust Authority (AGCM) opened a public consultation on a draft set of guidelines aimed at ensuring the authenticity and transparency of online reviews. The document proposes that businesses verify that reviewers have actually purchased or used the product or service, with options such as receipts, invoices, booking confirmations, QR codes or OTPs. For the hospitality and tourism sectors – hotels, restaurants, spas and other tourist attractions – the rules would be binding, requiring proof of purchase to be attached to each review. The guidelines also call for clear information to consumers on how reviews are published, moderated and displayed, and prohibit the removal or suppression of negative feedback. The consultation runs until 15 July, and consumer groups note that 77 % of Italians consult online reviews before buying.

The measures apply to any firm offering goods or services in Italy and to platforms that host third‑party reviews, though outside tourism and catering the provisions remain non‑binding recommendations.